They use a URL shortener to track trafic and « engagement » to their content: how much clicks were generated from Twitter, Facebook, Linkedin… without an access to the site’s Google analytics. That’s because figures are more important than people who read their content. In other words: spam.Okay, I know that ranting content beats happy or deep-thought-out content, but we got into hand-waving territory a little early here and without, well, knowing what the hell we're talking about.
I use bit.ly, and gad, I hope I don't spam. There are a dozen good reasons. I just like knowing in real-time how many people are re-using the links I share online. Gives me some idea if anybody is paying attention. Over time, I can go back and look at all the links I've shared, from my own stuff to MSM material, and see what my friends liked and what they didn't. That's great feedback for me -- just like a "like" on Facebook, except it's entirely passive on the consumer's part.
I'm not saying there isn't a problem. The problem here is that everybody and their brother want as much data as possible from the user, so there's this cascading thing going on where you almost never click on a link that actually describes where you're going. Many times the redirect can be several deep, as the author points out.
So yes, there's a problem. But please don't jump from "there's a problem" to "Spam! Spam! It's all about spam!"
No, it's not. There can be a problem with something without there having to be an evil villain involved.